The Reshuffle Period Of Our Shoe Industry Is In Progress.

In the next few years, China

The industry will continue to integrate, but there is no clear conclusion about the integration results and time.

Since 2011, the footwear market in China has gradually matured. The expansion of the footwear industry has ended with the dividend period, and shoe companies have begun to fight hand to hand.

In the two quarter performance bulletin, Daphne noted that in the downturn of consumption, some of its competitors had reduced sales promotions, while Daphne refused to join them, resulting in a decrease in its passenger traffic.

However, Yuan Da securities predicts that Daphne may launch promotional activities in the second half of this year to reduce inventory.

According to the China Commercial Daily reporter, BELLE, red dragonfly and other enterprises have made significant promotional activities on Tmall recently.

This means that in the future leather shoes industry, especially women's shoes, the price reduction will become white hot.

Under the influence of many factors, such as market saturation, rising cost and continuous impact of electricity supplier, the extensive development mode of scale and capacity production and cost reduction before leather shoes brand has not worked.

In the process of industry reshuffle, Wang Yongjun believes that the prospect of China's footwear industry can be deduced from the development process of the footwear industry in Italy. "Brand, high-end, personalized" is the future choice of shoe enterprises.

More specifically,

In the future development, we need to achieve four points: stick to the brand strategy, not ignore the power of the Internet, pay attention to the shopping experience of consumers, strengthen the sticky and positive interaction of fans with the help of mobile media.

In brand strategy, small and medium-sized enterprises have launched their own brands.

And Daphne has begun to adjust its brand strategy and begin to further segment the market, attracting a wider customer base and increasing differences with competitors.

In the spring and summer of 2015, Daphne shoes adjusted the product mix and divided them into two production lines, D18 and D28. The seven sub brands were Shu soft series, classic series, sweet series, white-collar series, fashion series, personality series and dynamic series.

Although the effectiveness of the initiative has not yet appeared, but from the strategic level, the outside world mostly agree with it.

In view of the serious problem of online channel diversion, BELLE's big brands have also been conscious.

Sheng Bai pepper said that BELLE's online revenue was relatively small, at 3% to 4%, but in the future BELLE will strengthen the layout of online channels, such as adjusting the supply to make corresponding adjustments.

It can be said that BELLE's online and offline integration mode has been used for reference.

Experience in online channel development.

In the first half of 2015, compared with offline revenue and profit decline, Daphne online has achieved certain growth and maintained its profitability.

However, some analysts have reminded how to make the business of electric business not encroach on the entity store business. These enterprises still need to explore.